In light of the one-year anniversary of the release of Instagram’s “Stories” feature, the Facebook-owned platform has put forth some data. “With more than 250 million daily users, stories made Instagram a place for people to share all of their moments – the highlights and everything in between,” writes Instagram.

The San Francisco-based photo-sharing app said on Wednesday that its Stories feature “helped increase the amount of time people spend on Instagram. Those under the age of 25 spend more than 32 minutes a day on Instagram, on average, while those aged 25 and older spend more than 24 minutes a day.”

A few more trends that Instagram has seen in connection with the Stories tool: In the last month, over 50% of businesses on Instagram produced an Instagram Story, and every one in five organic stories from businesses gets a direct message.

Top Location Tags: 1) Jakarta, Indonesia; 2) São Paulo, Brazil; 3) New York, NY; 4) London, UK; and 5) Madrid, Spain.

Top Hashtags: 1) #GOODMORNING; 2) #WORK; 3) #GOODNIGHT; 4) #MOOD; 5) #HAPPYBIRTHDAY; 6) #TBT; 7) #LOVE; 8) #HOME; 9) #BOMDIA (means hello or good day in Portuguese); and 10) #RELAX.

Interestingly, while Instagram continues to rack up users and engagement levels as a result of its Stories, the feature was met no shortage of controversy this time last year due to its similarity to Snapchat. In fact, this time last year,  the discussion about the feature revolved almost excluisvely around its nature of being a “blatant rip-off” of Snapchat’s own Stories capability.

Snapchat introduced its “Stories” in 2013, a feature that enables users to group snapshots into one cohesive narrative that disappears after 24 hours. 

Acknowledging that its new feature is nothing too novel, Kevin Systrom, co-founder and chief executive of Instagram, said in a statement last August that “other companies deserve all the credit” for popularizing disappearing photos and videos. It has been an area of interest for Instagram for some time, he said. An Instagram spokesman said at the time, “Stories are a new format that’s just starting to see broad adoption, and we’re excited to bring them to Instagram and help evolve them.”